The drop also includes two 60cm P(er)LUS size collectibles wearing the looks designed by Alessandro Michele.From London to Paris, this month will see dozens of menswear runway shows descend across European fashion capitals for the Spring/Summer 2024 menswear season. The 30cm collectibles are each accompanied by a Gucci Savoy suitcase featuring the GG monogram, a nod to Gucci’s origins in leather luggage. The other two looks are modeled after Alessandro Michele’s designs, namely a red silk shirt adorned with a bow, black suit pants, and a Double G belt buckle from his first Fall Winter 2015 men’s collection, and the GG canvas cape with rhinestone embroidery from the Gucci Aria Fall Winter 2021 collection. Two of the Marsper x Gucci dolls are dressed in suits inspired by Tom Ford’s Fall Winter 1996 women’s collection: one in red velvet and the other in a double-breasted version in pinstripe. Since the launch, the #MarsperxGucci# hashtag has amassed 41.17 million reads on Weibo - peaking at 5.61 million views on the day of the drop alone. Shoppers had to enter a lottery to win a chance to purchase the limited-edition Marsper dolls, which dropped on June 9 on Gucci’s WeChat Mini Program. Launched on China’s Children’s Day, which falls on June 1, the capsule resonates with Gen Z consumers who drive the market for toy collectibles in China, forecast to exceed $21.9 billion by 2025. The 2023 Marsper x Gucci collab ups the ante from the 2021 digital reveal, this time bringing the virtual character to life with a series of physical collectibles dressed in four different looks from the Gucci archive. The iconic figurine has since joined hands with other high-profile partners, including Casetify, Sprite, Erdos and Harmay. Marsper x Gucci taps China’s collectible toys crazeĬreated by China’s Lepop Group in 2020, the floppy-eared Marsper IP has won over fans with its cute yet nonchalant attitude, as well as its motto - “born to love.” In 2021, it became the first-ever Chinese IP to join Gucci’s fashion-oriented metaverse, presenting three virtual figures dressed in the Gucci Aria Fall Winter collection. The Gucci Cosmos interactive exhibition pays tribute to the 102-year heritage of the Italian fashion powerhouse. To better connect with young Chinese audiences, Gucci has renewed its collaboration with Chinese pop IP Marsper and partnered with Tencent’s Super QQ Show to bring the event to the metaverse. Making its world debut at the West Bund Art Center in Shanghai until June 25 before embarking on a global tour, Gucci Cosmos pays tribute to the Florentine house’s 102-year heritage. Shanghai was also a stop on the worldwide tour of Gucci Garden Archetypes in 2021 celebrating the House’s 100 th anniversary. Gucci is no stranger to curating high-profile immersive exhibitions in China, having held No Longer/Not Yet in 2015 and The Artist is Present in 2018, featuring artworks from Chinese and foreign artists. With a new Marsper x Gucci collectible toy collab and the launch of its fourth major exhibition in China, Gucci Cosmos, the Kering-owned fashion label is celebrating its past while reimagining the future of luxury collaborations in the metaverse. As Gucci begins a new chapter with Sabato De Sarno as creative director, the brand shows no signs of slowing down.
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